February 2 2024  |  Spirits & Tobacco

The Glenlivet celebrates The Year of the Dragon with travel retail exclusive packaging

By GTR Magazine Staff

The Glenlivet Rare Cask's limited-edition Year of the Dragon packaging is available exclusively in selected Asia-Pacific travel retail markets

The Glenlivet and Pernod Ricard Global Travel Retail have launched a global travel retail-exclusive Year of the Dragon packaging design ahead of the Lunar New Year festive period.

Designed for travelling consumers in Asia and the Pacific, this limited-edition pack is featured only on a selection of the Rare Cask within The Glenlivet Triple Cask Matured range.

The Glenlivet Rare Cask is regarded as the pinnacle of The Glenlivet's Triple Cask Matured Single Malt Whisky Series, making this small batch a rare whisky – with its distinctive limited-edition Year of the Dragon design – and a must-have for collectors.

The design represents the threefold blessing of success, strength, and longevity through the depiction of dragons. Available in China, Taiwan, Korea, Singapore, Thailand, Malaysia and Australia, the exclusive design will be on sale throughout February. Enhancing the gifting experience, selected markets including China and Korea will also offer a red envelope and a premium gift bag with every purchase of the bottle.

The Glenlivet’s Triple Cask Matured Whisky range

Crafted from individually selected casks sourced from the rare and aged whiskies maturing at The Glenlivet Distillery, each batch represents a unique expression of the Triple Cask Matured range, making it the most premium among this collection of Malts.

This exceptional whisky undergoes a meticulous maturation process in three distinct types of casks. A significant proportion of hand-selected -fill ex-sherry casks provide intense spice and rich dry fruity flavor notes, while American white oak casks contribute tasting notes of creamy vanilla sweetness. Traditional casks bring consistency, balance, and a hint of sweet oak.

According to Pernod Ricard GTR, market data supports the strategic significance of Asia in the expansion of the Malts category in travel retail, with strong growth in key markets such as China, Singapore, and Korea. The Single Malt Whisky category's premiumization trend, coupled with the growing importance of travel retail exclusives, positions The Glenlivet Rare Cask as an ideal choice for this specific consumer.

Liya Zhang, Vice President of Marketing at Pernod Ricard Global Travel Retail, said, “We are thrilled to unveil this exclusive packaging for The Year of the Dragon as part of our commitment to crafting exceptional experiences for travelers. Celebrating the Lunar New Year holds immense significance for travelling shoppers across Asia and the Pacific, so it’s a great occasion for us to connect and engage with our whisky lovers at this time of the year. The selected travel retail boutiques are supported by striking visuals and in-store displays to further elevate the shopping experience.”

Simon van Moppes, General Manager at Pernod Ricard North Asia Travel Retail, added, “The single malts category in Asia and the Pacific is really dynamic and fast growing, attracting more and more interest from travelers across all key markets, so we are delighted to support our customers with this beautiful gift proposition in celebration of the auspicious Lunar New Year of the Dragon. Even more so as data from IWSR 2022 shows that travel retail exclusives are growing ahead of non-TRX and therefore remain a key growth driver for the category. So TGL LNY Rare Cask is great for travelers, our customers, and the category – a triple win from the TGL Triple Cask Matured range.”

The Glenlivet Triple Cask Matured Rare Cask Limited Edition pack has a RRSP of US$160 and is available now in selected airports across Asia & Pacific.

The dragon-themed pack design represents the threefold blessing of success, strength, and longevity

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